Consumers' dining behaviors during the COVID-19 pandemic: an application of the Protection Motivation Theory and the Safety Signal Framework

ABSTRACT

With the long-lasting impacts of the COVID-19 pandemic, it is critically important that restaurateurs understand predictors of consumers' dining behaviors to better foster strategies to recover their revenue during the re-opening stage. Based on the Safety Signal Framework and the Protection Motivation Theory, this study developed and tested a model investigating the combined effects of restaurateurs' measures and consumers' protective motivations on their dine-out frequencies and dine-in likelihoods. Consistent with propositions of the Protection Motivation Theory, the results confirmed that both the threat and coping appraisals influenced consumers' dining behaviors. The coping appraisal process is affected by "access to servicescape," "servicescape," and "communication." Additionally, the results of the gap analysis revealed four safety signaling strategies perceived as effective by consumers but with a low implementation rate in the restaurant industry. Theoretical and practical implications were provided to restaurateurs.